Navigable content units

ABSTRACT

Merchants create ecommerce-enabled ad units advertising items offered by the merchants. The ad units contain functionality enabling customers to purchase the items by interacting with the ad units. The ad units have associated bid prices that the merchants agree to pay for sales through the ad units. The merchants provide the ad units to a broker. The broker publishes the ad units on web pages provided by publishers as comparison shop ad units that contain multiple ad units and functionality for navigating among them. A customer receiving a web page interacts with an ad unit to purchase the item. During the interactions, the broker dynamically updates the ad unit to conduct the transaction.

CROSS-REFERENCE TO RELATED APPLICATION

This application is a Continuation of U.S. application Ser. No.11/465,419, filed Aug. 17, 2006, entitled “Comparison Shop Ad Units,”the disclosure of which is hereby incorporated by reference in itsentirety. This application is also related to U.S. patent applicationSer. No. 11/424,516, entitled “Ecommerce-Enabled Advertising,” filed onJun. 15, 2006, now U.S. Pat. No. 8,626,594, the disclosure of which ishereby incorporated by reference in its entirety.

BACKGROUND OF THE INVENTION 1. Field of the Invention

This invention pertains in general to electronic commerce and inparticular to advertising and selling items on the Internet.

2. Description of the Related Art

Electronic commerce on the Internet has become commonplace. There aremany merchants offering items via web sites on the Internet, and thereare an even greater number of customers who purchase the items. In manycases, the electronic commerce transactions involve physical items. Forexample, many customers purchase items such as books, compact disks(CDs) and DVDs via the Internet. Customers also purchase electronicitems such as downloadable text, music, and access to web sites thatprovide news or entertainment stories.

Many merchants promote themselves and their offered items by runningonline advertising programs. The merchants create electronic ads, suchas banner ads or small textual ads, and run these ads on their own orothers' web sites. Google Inc. of Mountain View, Calif., for example,provides an ADWORDS program that lets merchants create ads and choosecriteria that match the ads to potential customers. The ADWORDS programthen runs the ads on web pages likely to be viewed by the customers. Inaddition, Google Inc. provides a corresponding ADSENSE program that letsweb site publishers run ads from merchants on the publishers' sites.

While the advertising programs described above are successful, there aresome drawbacks associated with them. One drawback is that the adsusually link to merchant web pages that are not specific to the ads. Forexample, an ad that offers tickets to a particular movie or concertmight link to a general page about movies, and not to the specific pageallowing the customer to purchase tickets for the advertised movie. As aresult, the customer must then navigate from the general page to thespecific page for the movie. This extra navigating is undesirablebecause it leads to customer attrition and reduced sales.

Another drawback is that the customers navigate away from the ad-bearingweb page when they select the ad. The publishers who carry the ads oftenseek to keep the customers on the publishers' own web pages. Selectingan ad takes a customer away from the original web page and interruptsthe customer's interaction with the publisher.

Moreover, customers who are interested in an advertised product areoftentimes reluctant to purchase items from smaller or relativelyunknown merchants. These merchants lack the brand recognition and trustassociated with larger, better known merchants. Therefore, the customershesitate to engage in risky behavior, such as providing credit cardnumbers, shipping addresses, or other personally-identifiableinformation to the merchants, resulting in fewer purchases than wouldoccur if this drawback were not present.

Accordingly, there is a need in the art for a way to overcome thedrawbacks described above.

BRIEF SUMMARY OF THE INVENTION

The above need is met by a method of conducting electronic commerce on anetwork that includes accessing a collection of electroniccommerce-enabled ad units advertising items offered by merchants,generating a comparison shop ad unit including two or more ad unitsselected from the collection and having functionality for navigatingamong the two or more ad units, and publishing the comparison shop adunit to customers via the network.

In addition, the above need is met by a system and computer programproduct for conducting electronic commerce on a network. The system andcomputer program product include a comparison shop ad generation modulefor generating a comparison shop ad unit including two or more ad unitsselected from a collection of electronic commerce-enabled ad unitsadvertising items offered by merchants and having functionality fornavigating among the two or more ad units, and an ad unit serving modulefor serving the comparison shop ad unit to customers via web pagespublished by publishers on the network.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a high-level block diagram of a computing environmentaccording to one embodiment.

FIG. 2 is a high-level block diagram illustrating a functional view of atypical computer system for use as one of the entities illustrated inthe environment of FIG. 1 according to one embodiment.

FIG. 3 is a high-level block diagram illustrating modules within acustomer according to one embodiment.

FIG. 4 is a high-level block diagram illustrating modules within amerchant according to one embodiment.

FIG. 5 is a high-level block diagram illustrating modules within abroker according to one embodiment.

FIG. 6 is a high-level block diagram illustrating modules within apublisher according to one embodiment.

FIG. 7 is a flow chart illustrating the operation of the brokeraccording to one embodiment of an exemplary transaction where a customerinteracts with an ad unit to purchase an item.

FIG. 8 illustrates sample displays, labeled FIG. 8A-8D, generated byfour individual ad units from different merchants contained within asingle comparison shop ad unit according to one embodiment.

FIG. 9 illustrates three sample displays, labeled FIGS. 9A-9C, that thebroker creates in a particular ad unit once the ad unit is selected bythe customer according to one embodiment.

The figures depict an embodiment of the present invention for purposesof illustration only. One skilled in the art will readily recognize fromthe following description that alternative embodiments of the structuresand methods illustrated herein may be employed without departing fromthe principles of the invention described herein.

DETAILED DESCRIPTION A. Overview

FIG. 1 is a high-level block diagram of a computing environment 100according to one embodiment of the present invention. FIG. 1 illustratesa customer 102, two merchants 104A-B, a broker 106, and a publisher 108connected by a network 110. At a high level, the merchants 104 createone or more advertisements (ads) advertising items offered by themerchants 104. The publisher 108 serves web pages or other electronicdocuments to the customer 102. The broker 106 causes the merchants' adsto appear on the pages served by the publisher 108. In one embodiment,ads from both merchants appear within a single ad unit called a“comparison shop ad unit.” The customer 102 can interact with thecomparison shop ad unit to view the merchants' ads, compare themerchants' offers and purchase the item from one of the merchants 104,all without leaving the page served by the publisher 108. In oneembodiment, the broker 106 includes a payment system that facilitatesthe transaction.

FIG. 1 and the other figures use like reference numerals to identifylike elements. A letter after a reference numeral, such as “104A,”indicates that the text refers specifically to the element having thatparticular reference numeral. A reference numeral in the text without afollowing letter, such as “104,” refers to any or all of the elements inthe figures bearing that reference numeral (e.g. “104” in the textrefers to reference numerals “104A” and/or “104B” in the figures).

The network 110 represents the communication pathways between thecustomer 102, merchants 104, broker 106, and publisher 108. In oneembodiment, the network 110 is the Internet. The network 110 can alsoutilize dedicated or private communications links that are notnecessarily part of the Internet. In one embodiment, the network 110uses standard communications technologies and/or protocols. Thus, thenetwork 110 can include links using technologies such as Ethernet, Wi-fi(802.11), integrated services digital network (ISDN), digital subscriberline (DSL), asynchronous transfer mode (ATM), etc. Similarly, thenetworking protocols used on the network 110 can include multiprotocollabel switching (MPLS), the transmission control protocol/Internetprotocol (TCP/IP), the hypertext transport protocol (HTTP), the simplemail transfer protocol (SMTP), the file transfer protocol (FTP), etc. Inone embodiment, at least some of the links use mobile networkingtechnologies, including general packet radio service (GPRS), enhanceddata GSM environment (EDGE), code division multiple access 2000(CDMA2000), and/or wide-band CDMA (WCDMA). The data exchanged over thenetwork 110 can be represented using technologies and/or formatsincluding the hypertext markup language (HTML), the extensible markuplanguage (XML), the wireless access protocol (WAP), the short messageservice (SMS) etc. In addition, all or some of links can be encryptedusing conventional encryption technologies such as the secure socketslayer (SSL), Secure HTTP and/or virtual private networks (VPNs). Inanother embodiment, the entities can use custom and/or dedicated datacommunications technologies instead of, or in addition to, the onesdescribed above.

The publisher 108 is an entity that provides web pages and/or otherelectronic documents to customers 102. The publisher 108 can be, forexample, a major Internet web site operated by a national media outlet,a personal blog on a web server operated by a lone individual, and/oranother distributor of web pages. While only one publisher 108 is shownin FIG. 1, embodiments of the environment 100 can have thousands ormillions of different publishers. Only one publisher 108 is shown forpurposes of clarity. This description uses the term “web page” to referto any electronic document served by a publisher 108, regardless ofwhether the document is technically a web page.

At least some of the web pages served by the publisher 108 have regionsthat can contain ads. For example, an ad can be displayed as a banneracross the top of the page, in the upper-left corner of the page, and/oralong the right-side margin of the page. Collectively, the available adplacement regions on the web pages of the thousands or millions ofpublishers 108 on the network 110 represent a vast inventory of adspace.

A merchant 104 represents an entity that sells items on the network 110or makes items available through other types of electronic commerce(ecommerce) transactions. The merchant 104 offering an item to the buyeris sometimes referred to as the “seller” and the transaction issometimes referred to as a “sale” or “purchase.” As used herein, theseterms also refer to other types of transactions, regardless of whetherthe merchant 104 is technically a “seller” or the transaction istechnically a “sale.” Although FIG. 1 illustrates only two merchants104A-B, embodiments of the present invention can have many participatingmerchants.

The merchant 104 creates ad units advertising the items it offers. Inone embodiment, the ad units contain aspects designed to enticecustomers 102 to buy the items being advertised. In addition, the adunits are ecommerce-enabled, meaning that the ad units containfunctionality enabling the customers 102 to buy the items by interactingdirectly with the ads. Thus, the ad units allow the customers 102 topurchase the advertised items without visiting the merchant's web siteor otherwise leaving the web page on which the ad is presented.

In one embodiment, the merchant 104 provides the ad units to the broker106 and/or provides the broker 106 with information the broker uses tocreate ad units for the merchant. Further, the merchant 104 specifies abid for each ad unit. The bid represents a price that the merchant 104agrees to pay the broker 106 when a customer 102 purchases an itemthrough the ad unit. The bid, therefore, resembles a commission to thebroker 106. In one embodiment, the merchant 104 also associatestargeting criteria with the ad units, such as sets of keywords withwhich the items being advertised are associated, and/or the types of websites on which the ad units should appear.

The broker 106 receives the ad units from the merchants 104 andselectively runs the ads on the web pages served by the publishers 108.In one embodiment, the broker 106 identifies web pages that satisfy anads' targeting criteria, and runs the ad on those pages. In addition,the broker 106 considers the bids made by competing merchants 104 whenselecting the ad or ads to show on a particular page. The broker 106 maysell the ad space to the highest bidder, and/or utilize other techniquesto select the ad unit that generates the highest revenue to the broker106.

In one embodiment, the broker 106 forms a comparison shop ad unitcontaining ad units from multiple merchants 104. Each merchant ad unitwithin the comparison shop ad unit sells the same item (e.g., the samebrand of tennis balls), or related items (e.g., different brands oftennis balls). In another embodiment, the broker 106 forms a comparisonshop ad unit containing ad units from a single merchant 104. Each adunit in the single-merchant comparison shop ad unit sells a differentitem, although the items can be related. In addition, the broker 106forms other variations of comparison shop ad units in other embodiments,such as ad units selling different items from multiple merchants. Thebroker 106 selects the merchant ad units for inclusion in the comparisonshop ad unit based on various criteria, including the reputation scoresof the merchants, product comparison metrics (e.g., product reviews fromconsumers or other sources), item availability, and/or revenue producedby the ad units. For example, the broker 106 may select one ad unit froma merchant selling an item at the lowest price, and select a second adunit from a different merchant that sells a related item that ishighly-regarded by consumers.

A comparison shop ad unit occupies the ad space of a single ad unit, butcontains functionality allowing the customer 102 to navigate thedifferent ad units contained within it. For example, in one embodimentthe comparison shop ad unit contains arrows, tabs, or other tools thatthe customer 102 selects to traverse through the different merchant adunits contained within it. Thus, the customer 102 is free to compare theoffers made by the individual ad units and select the most desirableone.

In one embodiment, the publisher 108 specifies the type of item soldwithin a comparison shop ad unit. For example, if the publisher 108provides content about the game of tennis, the publisher can specifythat the comparison shop ad unit sell tennis balls. In response, thebroker 106 creates a comparison shop ad unit with ads from merchants 104selling tennis balls, and causes the ad unit to run on the publisher'sweb page. Further, the publisher 108 can specify a preferred merchant104 to feature with the publisher's content. In response, the broker 106creates a comparison shop ad unit with ad units offering products fromthe preferred merchant 104. The broker 106 selects the ad units toinclude in the comparison shop ad based on the characteristics of thecontent published by the publisher 108.

In one embodiment, the broker 106 acts as an intermediary for atransaction between the customer 102 and the merchant 104. The broker106 operates a payment system that functions as a centralized place thatthe customers 102 can use to pay for items offered by the merchants 104via the ad units. Thus, the customers 102 can patronize multiplemerchants 104 while providing their payment information to only thebroker 106.

Although FIG. 1 illustrates only a single broker 106, embodiments of thepresent invention have multiple brokers participating in the electroniccommerce system. Moreover, in some embodiments the ad serving andpayment system functionalities are performed by different entities.Thus, one entity focuses on serving ad units while another entityoperates the payment system utilized by the ad units to perform theecommerce transactions.

The customer 102 is an entity that receives web pages from thepublishers 108 and optionally purchases items by interacting with the adunits on those pages. The customer 102 is sometimes referred to as the“buyer” and the transaction is sometimes referred to as a “sale” or“purchase.” As used herein, these terms also refer to other types oftransactions, regardless of whether the customer 102 is technically a“buyer” or the transaction is technically a “purchase.” In addition,this description sometimes uses the term “customer” to refer to apotential customer that has not yet expressed an interest in purchasingan item.

In one embodiment, the customer 102 includes a computer system utilizedby an end-user to communicate with other computers on the network 110 inorder to effect a purchase. In other embodiments, the customer 102includes a network-capable device other than a computer system, such asa personal digital assistant (PDA), a cellular telephone, a pager, atelevision “set-top box” etc. Although FIG. 1 illustrates only onecustomer 102, embodiments of the present invention can have thousands ormillions of customers connected to the network 110.

The customer 102 interacts with an ad unit on a web page received fromthe publisher 108 to purchase an item from the merchant 104 via thebroker's payment system. In response, the broker 106 communicates withthe merchant 104 to facilitate the delivery of the purchased item to thecustomer 102. The broker 106 collects the bid from the merchant 104,and, in one embodiment, shares the bid with the publisher 108.

Thus, the system described herein allows the merchant 104 to representits inventory as a collection of ad units, and then publish the ad unitson the network 110 in places likely to reach customers 102. For example,a ecommerce bookseller can create ad units for the different book titlesit sells, define targeting criteria for each ad unit describing thelikely purchasers of the book, and then utilize the broker 106 andpublishers 108 to distribute the ad units to the customers 102. Sincethe customers 102 can purchase the books by interfacing directly withthe ad units, the merchant 104 need not maintain a separate web site forselling the books (although the merchant can do so if it desires).Rather, each ad unit functions as its own “virtual storefront.”

II. System Architecture

FIG. 2 is a high-level block diagram illustrating a functional view of atypical computer system 200 for use as one of the entities illustratedin the environment 100 of FIG. 1 according to one embodiment.Illustrated are at least one processor 202 coupled to a bus 204. Alsocoupled to the bus 204 are a memory 206, a storage device 208, akeyboard 210, a graphics adapter 212, a pointing device 214, and anetwork adapter 216. A display 218 is coupled to the graphics adapter212.

The processor 202 may be any general-purpose processor such as an INTELx86 compatible-CPU. The storage device 208 is, in one embodiment, a harddisk drive but can also be any other device capable of storing data,such as a writeable compact disk (CD) or DVD, or a solid-state memorydevice. The memory 206 may be, for example, firmware, read-only memory(ROM), non-volatile random access memory (NVRAM), and/or RAM, and holdsinstructions and data used by the processor 202. The pointing device 214may be a mouse, track ball, or other type of pointing device, and isused in combination with the keyboard 210 to input data into thecomputer system 200. The graphics adapter 212 displays images and otherinformation on the display 218. The network adapter 216 couples thecomputer system 200 to the network 110.

As is known in the art, the computer system 200 is adapted to executecomputer program modules. As used herein, the term “module” refers tocomputer program logic and/or data for providing the specifiedfunctionality. A module can be implemented in hardware, firmware, and/orsoftware. In one embodiment, the modules are stored on the storagedevice 208, loaded into the memory 206, and executed by the processor202.

The types of computer systems 200 utilized by the entities of FIG. 1 canvary depending upon the embodiment and the processing power utilized bythe entity. For example, the customer 102 typically requires lessprocessing power than the merchant 104, broker 106, or publisher 108.Thus, the customer computer system can be a standard personal computersystem. The merchant, broker, and/or publisher computer systems, incontrast, might comprise more powerful computers and/or multiplecomputers working together to provide the functionality describedherein.

FIG. 3 is a high-level block diagram illustrating modules within acustomer 102 according to one embodiment. Those of skill in the art willrecognize that other embodiments can have different and/or other modulesthan the ones described here, and that the functionalities can bedistributed among the modules in a different manner.

As shown in FIG. 3, the customer 102 includes a browser module 310 thatallows the customer to view web pages and other data provided by themerchant 104, broker 106, publisher 108, and/or other entities on thenetwork 110. In one embodiment, the browser module 310 is a conventionalweb browser, such as MICROSOFT INTERNET EXPLORER or MOZILLA FIREFOX. Inone embodiment, the browser module 310 maintains a cookie cache 312 thatstores cookies associated with web sites on the network 110. Web sitesoperated by the merchant 104, broker 106, and publisher 108 cancommunicate with the browser module 310 and instruct it to createcookies in the cookie cache 312 holding certain information. The browsermodule 310 provides the cookie to the site that created it or anothersite with authorization to access the cookie during subsequentinteractions, thereby allowing the site to recognize the customer 102.

FIG. 4 is a high-level block diagram illustrating modules within amerchant 104 according to one embodiment. Those of skill in the art willrecognize that other embodiments can have different and/or other modulesthan the ones described here, and that the functionalities can bedistributed among the modules in a different manner.

An ad generation module 410 generates ecommerce-enabled ad units for themerchant 104. In most cases, each ad unit is designed to sell a singletype of item from the merchant's inventory. For example, if the merchantis a bookseller, each ad unit sells a particular title of book stockedby the bookseller. The merchant 104 can also design ad units that sellmultiple and/or bundled items.

The ad units are “ecommerce enabled” because a customer 102 can interactdirectly with the ad units to purchase the advertised items from themerchant 104. Through these interactions, the customer 102 specifies aquantity to purchase, provides payment and shipping information,receives a final price and purchase confirmation, and/or performs othersteps utilized in the transaction. In one embodiment, the ad unitsinteract with the payment system provided by the broker 106 to effectthe ecommerce transactions.

An ad unit contains dynamic content that is updated as the customer 102interacts with it. In one embodiment, the ad unit includes and/orreferences multiple web pages or other elements that collectively allowthe customer 102 to specify a quantity, provide payment information,etc. The web pages are updated in real-time using AsynchronousJavaScript and XML (AJAX) technology and/or other technologies thatallow individual components of web pages to be updated dynamically andasynchronously.

In one embodiment, the ad generation module 410 operates on an adtemplate received from the broker 106 and/or another source. The adtemplate defines the basic format of the ad unit, such as its size andthe locations of elements such as text and video, and includes stubs forthe ecommerce functionality. The merchant 104 utilizes the ad generationmodule 410 to customize the template by adding artwork, definingbehaviors, and making other alterations to customize the ad unit.

In one embodiment, the merchant 104 utilizes the ad generation module410 to associate advertising data with the ad unit. The advertising dataare designed to attract a customer 102 and cause the customer tointeract with the ad unit to purchase the item being advertised. Theadvertising data include text, images, video, audio, and/or other formsof media that are displayed when the ad unit is published.

In addition, the merchant 104 utilizes the ad generation module 410 toassociate transaction data with the ad unit. The transaction data areused to conduct the ecommerce transaction using the ad unit and includeinformation such as the name, description, availability, and price ofthe item being advertised, tax rules describing how to tax sales of theitem in one or more jurisdictions, shipping rules describing costs andlimitations on delivering the item to the customer 102, a merchant stockkeeping unit (SKU) that uniquely identifies the item to the merchant,etc.

In one embodiment, the ad generation module 410 embeds the advertisingand transaction data directly within the ad unit. In another embodiment,some data, such as the SKU, are embedded within the ad unit while otherdata are maintained separately and provided to the broker 106 via aseparate feed. This latter embodiment allows the merchant 104 todynamically update certain data, such as the price and availability,without creating a new ad unit.

In one embodiment, the ad generation module 410 defines data for an adunit and provides the data to the broker 106. For example, the merchant104 uses the ad generation module 410 to provide the broker 106 with afeed or list of products for sale (along with related data, such asdescriptions, prices, etc.). The broker 106, in turn, creates the adunit using the defined data.

A bid module 412 defines a bid price that the merchant 104 agrees to paythe broker 106 when the item advertised by the ad unit is sold to acustomer 102. The bid price can be specified as a percentage of the saleprice (e.g., 5%) or as a flat fee (e.g., $10). The bid is essentially acommission that the merchant 104 agrees to pay the broker 106 for asale, and also represents the merchant's cost per acquisition (CPA)(also called a “cost per action”) of a customer 102. A bid based on apercentage of the sale price is referred to as a “cost per sale” (CPS)in some contexts. In one embodiment, the bid module 412 stores themerchant's bid as transaction data associated with the ad unit.

A targeting criteria module 414 defines targeting criteria for the adunit. In one embodiment, the merchant 104 uses the targeting criteriamodule 414 to describe in what circumstances and/or where the ad shouldappear. In one embodiment, ad units are contextually targeted and/orsite-targeted.

The targeting criteria for a contextually targeted ad unit describe thecontext in which the ad unit should appear. In one embodiment, thecontextual targeting criteria include keywords identifying terms withwhich the ad unit is associated. For example, if the ad unit is sellingtennis balls, the targeting criteria can include keywords such as“tennis,” “racquet,” “Wimbledon,” etc.

The targeting criteria for a site-targeted ad unit describe web sites(i.e., content provided by publishers 108) where the merchant 104desires the ad unit to appear. The targeting criteria identify the sitesexplicitly and/or indirectly through demographic or other criteria. Forexample, the targeting criteria can specify that the ad unit shouldappear on web pages from the site “www.google.com” and/or that the adunit should appear on sites with many visitors within the 18-34 agedemographic. The targeting criteria can also specify whether the ad unitcan appear in a comparison shop ad unit.

In one embodiment, the merchant 104 utilizes the bid module 412 incombination with the targeting criteria module 414 to define bid pricesthat the merchant pays when a potential customer 102 clicks (i.e.,selects) an ad unit, regardless of whether the customer 102 eventuallypurchases the item being advertised. Further, in one embodiment themerchant 104 utilizes these two modules 412, 414 to define bid pricesthat the merchant pays when an ad unit is displayed on a web page (i.e.,for each impression of the ad). The merchant 104 can make these bids inaddition to, or instead of, the bid for each sale of an advertised item.

A broker communications module 416 communicates with the broker 106 viathe network 110. In one embodiment, the broker communications module 416provides the merchant's ad units to the broker 106. As described above,in some embodiments all of the data defined for the ad units areembedded in the ad units sent to the broker 106. In other embodiments,the broker communications module 416 sends data that the broker 106 usesto create ad units. In still other embodiments, the brokercommunications module 416 sends the broker 106 ad units and a separatedata feed with additional data for the ad units. For example, the brokercommunications module 416 sends the broker 106 an ad unit containing aSKU or other identification that uniquely identifies the ad unit. Thebroker communications module 416 also sends the broker 106 a separatedata feed that contains data for ad units identified by their SKUs.

In one embodiment, merchant-broker communications are conducted usingthe web services description language (WSDL). The broker communicationsmodule 416 uses the WSDL to describe the services it provides andascertain the services provided by the broker 106. The brokercommunications module 416 uses XML-based remote procedure calls (RPCs)to provide information to the broker 106 and receive information inreturn. In other embodiments, the broker communications module 416communicates with the broker 106 using other techniques and/orprotocols, such as via email messages, HTML web pages intended forreview by human users, proprietary communications protocols, etc.

A commerce module 418 supports ecommerce transactions involving themerchant 104. In one embodiment, the commerce module 418 interacts withthe broker 106 via the broker communications module 416 to facilitatepurchases by customers 102 made through the ad units. To this end, thecommerce module 418 supports transactions performed by the broker 106by, for example, specifying tax rates for different jurisdictions,calculating shipping costs to the customer, notifying the broker 106when an order ships, and providing tracking numbers for shipped items.In one embodiment, the commerce module 418 performs backend tasks forthe merchant 104, such as maintaining inventories, coordinatingshipping, emailing receipts to customers 102, and/or performingaccounting.

FIG. 5 is a high-level block diagram illustrating modules within thebroker 106 according to one embodiment. Those of skill in the art willrecognize that other embodiments can have different and/or other modulesthan the ones described here, and that the functionalities can bedistributed among the modules in a different manner.

The broker 106 includes a merchant communications module 510 forcommunicating with the merchants 104. The merchant communications module510 performs functions including receiving ad units, ad data and/or datafeeds from the merchants, and communicating with the merchants tofacilitate ecommerce transactions. In one embodiment, this module 510 isthe counterpart to the broker communications module 416 in the merchant104.

An ad unit catalog module 512 stores ad units 513 received from themerchants 104. The ad unit catalog 512 serves as a data repository fromwhich the ad units can be retrieved and served on web pages published bythe publishers 108, either individually or as parts of comparison shopad units. In one embodiment, the ad unit catalog 512 receives the datacontained in any data feeds from the merchants 104 and associates thedata with the corresponding ad units. For example, the ad unit catalog512 associates data referencing a particular merchant's SKU with the adunit corresponding to that SKU.

In one embodiment, the ad unit catalog module 512 includes functionalityfor creating ad units 513 based on ad unit data received from a merchant104 and/or another source. This functionality allows the broker 106 toreceive a data feed from the merchant 104 and utilize the data to createad units in the catalog module 512. Similarly, in one embodiment, the adunit catalog module 512 and/or another module in the broker 106 createsad units dynamically based on data stored in the ad unit catalog module512 or elsewhere. For example, the ad unit catalog module 512 storesdata describing items offered by the merchants 104 and dynamicallycreates an ad unit when necessary.

In one embodiment, the ad unit catalog 512 provides a public interfacethat allows publishers 108 and/or other entities to browse the ad unitsin the catalog. The interface supports browsing by merchant, item, itemtype, item price, bid price, and/or other criteria. This interface isused, for example, by publishers 108 that desire to select or otherwisespecify the ad units that will appear on their web pages.

In one embodiment, the ad unit catalog module 512 is located in a datarepository external to the broker 106. For example, the ad unit catalogmodule 512 is maintained by a dedicated entity and/or associated withanother entity on the network 110. FIG. 5 shows the ad unit catalog 512within the broker 106 for purposes of clarity.

A merchant reputation module 514 monitors transactions performed by thebroker 106 on behalf of the merchants 104 and calculates reputationscores indicating the relative qualities of the merchants 104. Since thebroker 106 conducts payment-related processing on behalf of merchants104 in one embodiment, the merchant reputation module 514 receivestransaction data indicating the relative qualities of the merchants. Forexample, an embodiment of the merchant reputation module 514 favorsmerchants that have relatively high amounts and/or volumes oftransactions. These data signal that the merchants 104 are popular.Similarly, an embodiment of the merchant reputation module 514 measuresthe delay between when orders are placed and when they are fulfilled bymerchants 104 in order to evaluate the merchants' inventory andprocessing efficiencies. Merchants 104 that fulfill orders promptly arefavored over other merchants. Further, an embodiment of the merchantreputation module 514 measures the number and/or amount of refund andchargeback requests made for the merchants 104. Merchants 104 with fewerrefund and chargeback requests are favored over merchants with more suchrequests. In one embodiment, the merchant reputation module 514 providesan interface allowing customers 102 to provide feedback describing theirexperiences with the merchants 104. Embodiments of the merchantreputation module 514 use other and/or additional data to calculatereputation scores for the merchants 104.

In one embodiment, the merchant reputation module 514 quantizes amerchant's reputation score into a numerical and/or graphical rating,such as assigning the merchants one through five stars, where five starsindicates the highest possible reputation. This rating is added to thead units stored in the ad unit catalog 512 and/or otherwise included inad units published by the publishers 108. In one embodiment, the broker106 causes a merchant's rating to appear on the merchant's ad units,thereby providing the customer 102 with an indication of the merchant'sreputation.

A comparison metrics module 515 stores and/or accesses data forcomparing the relative merits of the items offered by the merchants 104.These metrics data can include customer reviews and ratings of items,sales and returns volume for items, shipping times by merchants for theitems, etc. In one embodiment, the metrics data are quantized tocomparison metrics scores in a similar manner as the merchant reputationscores to permit the items to be ranked and sorted based on the items'relative merits. In one embodiment, the comparison metrics module 515also stores and/or accesses data for identifying related items from oneor more merchants. These related items data can include specific itemclassifications (e.g., data of the type “item x is a type of tennisball”) and relationships derived from customer behavior (e.g., data ofthe type “customers who bought item x also bought item y”). In oneembodiment, the broker 106 causes an item's comparison metric score toappear on an ad unit for the item, thereby providing the customer 102with an indication of the item's relative merits.

An ad unit serving module 516 selects ad units in the ad unit catalog512 and serves the ads on web pages published by the publishers 108. Inone embodiment, the ad unit serving module 516 selects ad units inreal-time, based on the merchant-specified targeting criteria, themerchant's bid price, the merchant's reputation score, thecharacteristics of the publisher 108 or web page being published, theitem availability, and/or other criteria. For example, if the web pageserved by the publisher contains the terms “tennis” and “racquet,” andan ad unit has those terms in its targeting criteria, the ad servingmodule 516 serves the ad unit on the web page. In one embodiment, the adunit serving module 516 provides the ad unit catalog module 512 withcriteria for an ad unit (e.g., an ad unit matching “tennis”), and the adunit catalog module dynamically creates the ad unit and provides it tothe serving module.

If there are multiple ad units having targeting criteria satisfied by aparticular web page, an embodiment of the ad unit serving module 516analyzes the bid prices and/or the historical performances of the adunits to identify and select the ad unit or units likely to maximizerevenue to the broker 106 and/or publisher. For example, an embodimentof the ad unit serving module 516 is more likely to select an ad unitwith a lower bid that has historically produced high sales over an adunit with a slightly higher bid that has historically produced fewsales. Likewise, an embodiment of the ad unit serving module 516 is morelikely to select an ad unit from a merchant 104 having a high reputationscore than a unit from a merchant having a lower score. Thus, the adunit serving module 516 might select an ad unit from a merchant 104 witha high transaction volume and relatively few refund requests over an adunit from a merchant without these qualities. Similarly, an embodimentof the ad unit serving module 516 is more likely to select an ad unitselling an item having a higher comparison metrics score than an ad unitselling an item with a lower comparison metrics score.

In one embodiment, the ad unit serving module 516 operates in tandemwith a comparison shop ad generation module 522 (referred to herein asthe “comparison shop module”). This latter module 522 generatescomparison shop ad units either dynamically or ahead of time, and thecomparison shop ad units are served by the ad unit serving module 516.The comparison shop module 522 utilizes defined criteria to select twoor more ad units from the ad unit catalog module 512 and combine the adsinto a comparison shop ad unit.

The criteria utilized by the comparison shop module 522 to select theads to include in a comparison shop ad unit can vary depending upon theembodiment. In one embodiment, the comparison shop module 522 identifiesone or more items or types of item to offer based on item selectioncriteria such as the merchant-specified targeting criteria,publisher-specified criteria, the characteristics of the publisher 108or web page being published, item availability, and the comparisonmetrics data from the comparison metrics module 515. In addition, thecomparison shop module 522 selects a set of ad units that sell theidentified items or types of items based on ad unit selection criteriasuch as the offered price, item comparison metrics score, and merchantreputation score. Further, the item selection and ad unit selectionprocesses can be influenced by additional broker criteria such as bidprices and historical ad unit performance, as well as bypublisher-specified criteria.

In another embodiment, the comparison shop module 522 first identifiesone or more merchants based on publisher-specified and/or othercriteria, and then identifies ad units from that merchant to include inthe comparison shop ad unit. The comparison shop module 522 identifiesthe ad units to include based on the item selection criteria. Forexample, the comparison shop module 522 may determine that the publisher108 requests that ads from a particular sporting goods store be featuredon the publisher's web site, and then determine from the content of thepublisher's web site that it should select ad units offering tennisballs. Then, the comparison shop module 522 utilizes the comparisonmetrics data from the comparison metrics module 515 to select ad unitsfor particular brands of tennis balls, and/or select ad units for otherrelated items.

In one embodiment, the comparison shop module 522 combines the selectedad units into a single comparison shop ad unit. As mentioned previously,a comparison shop ad unit occupies a single ad unit inventory space(i.e., appears as a single ad on a published web page) and includesfunctionality allowing a customer 102 to view and compare the individualad units contained within it. The customer 102 can select the ad unitthat best suits the customer's needs and then interact with the ad unitto purchase the offered item.

Further, an embodiment of the comparison shop module 522 includesinformation from the merchant reputation 514 and/or comparison metric515 modules in the comparison shop ad unit. For example, the comparisonshop unit can include textual descriptions and/or graphical images thatindicate that a particular merchant has a high reputation, that aparticular item is highly (or poorly) rated by other customers, and/orthat a particular ad unit sells an item at the lowest price.

A customer account module 518 maintains accounts for customers 102 andallows new customers to establish accounts with the broker 106. Anembodiment of the customer account module 518 includes a web server thatpresents a new customer with one or more web pages allowing the customerto create an account and select an ID, password and/or other identifyinginformation. In one embodiment, the customer 102 also supplies paymentinformation specifying a charge account and/or creating a stored value.The payment information can include, for example, a credit card number,a cellular telephone number, and/or a gift certificate identifier. Thecustomer 102 can also supply information including mailing/shippingaddresses and settings for miscellaneous preferences. In one embodiment,the customer account module allows a customer 102 to establish a defaultpayment method and/or shipping address. Also, in one embodiment thecustomer 102 selects a graphical image that the broker 106 can latershow the customer in order to prove that the customer is interactingwith the broker and not a third party.

In one embodiment, the customer account module 518 provides thecustomer's web browser 310 with a cookie that identifies the customerand/or the customer's account. When the customer 102 interacts with thebroker 106 through an ad unit, the customer's browser 310 provides thecookie to the broker 106, and the customer account module 518 identifiesthe customer 102 and the account.

An ad commerce module 520 supports ecommerce transactions performedthrough the ad units. To this end, the ad commerce module 520 performsfunctions such as determining the payment information and shippingaddresses for the customers 102, providing a payment system that is usedfor the purchases, and interacting with the merchant 102 to facilitatedelivery of the purchased item to the customer.

In one embodiment, when a customer 102 clicks on an ad unit or otherwiseindicates a desire to purchase the advertised item, the ad commercemodule 520 determines whether the customer's web browser has a cookie inits cookie cache 312 that identifies an account in the customer accountsmodule 518. If an account exists, the ad commerce module 520 uses theinformation in the account. Otherwise, the ad commerce module 520 allowsthe customer 102 to create a new account. In one embodiment, the adcommerce module presents the customer 102 with the customer's selectedgraphical image in order to prove to the customer that it is interactingwith the broker 106 and not a third party. Further, the ad commercemodule 520 requires the customer to provide a password or otheridentifying information before allowing the ecommerce transaction tooccur.

In some embodiments, the ad commerce module 520 allows a customer 102 topurchase an item without creating an account. The customer providespayment information, a shipping address, and/or other information duringthe transaction, instead of selecting from among previously-suppliedinformation stored in an account. The ad commerce module 520 uses thisinformation to perform the ecommerce transaction.

The ad commerce module 520 uses the shipping address specified by thecustomer 102 in combination with pricing, shipping, and taxation rulessupplied by the merchant 104 and/or otherwise available to the broker106 and determines the total cost of the purchase. The ad commercemodule 520 charges the customer 102 for the purchase, and provides thecustomer with a receipt. Further, an embodiment of the ad commercemodule 520 interacts with the merchant 104 to inform the merchant of thepurchase and coordinate shipping of the purchased item to the customer102. In one embodiment, the ad commerce module 520 provides thecustomer-indicated shipping address and shipping options to the merchant104. The merchant 104 sends the customer 102 an email message or othernotification confirming the transaction. In one embodiment, the adcommerce module 520 does not charge the customer 102 until the merchantships the ordered item.

In addition, an embodiment of the ad commerce module 520 monitors thetransactions that occur using the broker 106, invoices the customers102, and credits the merchants 104. In one embodiment, the ad commercemodule 520 charges the customer's credit card or other method of paymentand credits the merchant's account for the amount of the purchase. Inanother embodiment, the ad commerce module 520 aggregates purchases madeby the customers and then periodically credits the merchants for theaggregate values of their sales within the period. In yet anotherembodiment, the ad commerce module 520 aggregates a customer's purchaseswithin a given period and then charges the customer's account once foraggregate total of the purchases made within the period.

In one embodiment, the ad commerce module 520 deducts the merchant's bidprice for the transaction from the amount credited to the merchant 104.For example, if the merchant's bid is 5%, and the item sold for $20, thead commerce module 520 credits the merchant $19 and collects theremaining dollar. In one embodiment, the ad commerce module 520 sharesthe collected bids with the publisher 108 that published the web pagehaving the ad unit through which the purchase was conducted. In someembodiments, the ad commerce module 520 accounts for other costs whencalculating the commission, such as taxes collected, shipping charges,and transaction processing fees, as dictated by the applicable terms ofservice.

In one embodiment, the customer's interactions with the ad unit do notconsummate the transaction. Rather, the commerce module 520 creates avirtual shopping cart at the broker 106 or merchant 104 containing theitem advertised by the ad unit. The broker 106 or merchant 104 sends thecustomer 102 an email or other message referencing the shopping cart.The customer 102 uses the reference in the message to interact with thebroker 106 and/or merchant 104 and purchase the item in the cart.

In one embodiment, the ad commerce module 520 includes a web server thatuses AJAX and/or another technology to update the information displayedin comparison shop ad units in order to allow the customers 102 to viewand select among the individual ad units within them and conduct theecommerce transactions. For example, a comparison shop ad unit initiallydisplays a first ad unit having an advertising message enticing acustomer 102 to buy an item. The customer 102 uses arrows or other iconsto navigate through the other ad units and view the initial advertisingmessage associated with each one. Once the customer selects a specificad unit by, e.g., clicking on the ad unit, the ad commerce module 520uses the web server to change the display of the ad unit to allow thecustomer to log into an existing account at the broker 106 and/or createa new account. Subsequently, the ad commerce module 520 creates displayswithin the ad unit that allow the customer 102 to provide paymentinformation and select a shipping method, show the total cost of thetransaction, and/or show a confirmation code or other evidence that thetransaction has completed.

FIG. 6 is a high-level block diagram illustrating modules within thepublisher 108 according to one embodiment. Those of skill in the artwill recognize that other embodiments can have different and/or othermodules than the ones described here, and that the functionalities canbe distributed among the modules in a different manner.

In the illustrated embodiment, the publisher 108 includes a contentrepository module 610 for storing content published by the publisher.The content within the repository 610 includes for example, newsstories, blog postings, fan fiction, multimedia content, and/or anyother form of content provided by a publisher 108 on the Internet. Inone embodiment, the content in the repository 610 are assembled into oneor more web pages. These pages are represented in HTML and/or anothermarkup language that describes how to render the web pages in a browser310. The pages can be assembled in advance or created dynamically whenrequired. A web server module 612 serves the web pages to customers 102in response to customer requests.

In one embodiment, the publisher 108 and broker 106 coordinate on theformats of the web pages served by the publisher. Typically, thepublisher 108 agrees to let certain regions on the page contain adunits. For example, the publisher 108 can agree to include ad units onthe top left corner and right-hand margin of web pages it serves. In oneembodiment, the broker 106 provides the publisher 108 with code toinclude in the web pages it serves. This code causes the customer'sbrowser 310 to contact the broker 106, download ad units provided by thebroker, and render the ad units on the publisher's web page. In oneembedment, the ad units are displayed within an inline frame (iframe) bythe browser 310. Ad units within the iframe appear to be normal web pageelements, but in fact are on a logically distinct web page and can becontrolled and updated without affecting other elements on the(seemingly) same web page.

In one embodiment, the publisher 108 includes an ad criteria module 614for defining criteria for ads that appear on the publisher's web pages.The publisher 108 uses this module 614 to filter undesirable ads and/orselect specific ads from the ad unit catalog module 512. In some cases,the publisher uses the ad criteria module 614 to specify the appearanceand format of the ads.

III. Process/Example

FIG. 7 is a flow chart illustrating the operation of the broker 106according to one embodiment of a representative transaction where acustomer 102 interacts with an ad unit to purchase an item from amerchant 104. Those of skill in the art will recognize that otherembodiments can perform the steps of FIG. 7 in different orders.Moreover, other embodiments can include different and/or additionalsteps than the ones described here.

Initially, the broker 106 receives 710 ecommerce-enabled ad units fromthe merchants 104. In one embodiment, the ad units are fully-formed, andcontain all of the data that the broker 106 requires in order to supportan ecommerce transaction with a customer 102. In another embodiment, thead units contain partial data and the broker 106 receives 710 a separatedata feed containing additional data for the ad units. The data providedby the merchants 104 include bid prices specifying amounts the merchantsagree to pay the broker 106 upon sales of items through the ad units,upon impressions of the ad units, and/or upon customer clicks on the adunits. In addition, the data include targeting criteria specifying inwhat circumstances and/or where the broker 106 should run the ad units.

Contemporaneously, the broker 106 interfaces 712 with the publishers 108to establish an ad space inventory. This inventory is formed of regionsof web pages served to the customers 102 by the publishers 108. In oneembodiment, the publishers 108 allow the broker 106 to serve ad units onthe publishers' web pages in exchange for a share of the bid pricesspecified by the merchants 104. In addition, the broker 106 establishes714 merchant reputation and comparison metrics data. These data areestablished, for example, by observing previously-conducted ecommercetransactions, receiving customer feedback, comments, or survey results,and/or purchasing the data from third parties.

At some point, a publisher 108 serves a web page having space for atleast one ad unit to a customer 102. The broker 106 evaluates thecharacteristics of the served page along with merchant-specifiedtargeting criteria, publisher-specified criteria, ad unit selectioncriteria, and/or additional criteria to select 716 a set of ad unitsfrom one or more merchants. The broker 106 creates a comparison shop adunit containing the selected ad units and serves 718 the comparison shopad unit in the ad space.

The customer 102 receives the web page and the comparison shop ad unit.If the customer 102 is interested in purchasing an item advertised bythe comparison shop ad unit, the customer interacts with the ad to viewthe different offers presented by the ad units within it. If thecustomer 102 wants to purchase an item from a particular ad unit, thecustomer selects the ad unit by clicking on it or otherwise indicatingan interest in the ad unit. The broker 106 facilitates 720 thesecustomer interactions by causing the comparison shop ad unit to respondto the customer's actions. In one embodiment, the broker 106 uses AJAXand/or other technologies to update the images and text displayed in thecomparison shop ad unit as the customer 102 interacts with it.

Further, the broker 106 also uses these technologies to interact 722with the customer 102 through a customer-selected ad unit to conduct anecommerce transaction for the item. Upon completion of the transaction,the broker 106 collects 724 the bid from the merchant 104 by, forexample, by keeping a portion of the funds paid by the customer 102, orinvoicing the merchant 104. In one embodiment, the broker 106 shares 726a portion of the bid with the publisher 108.

FIG. 8 illustrates sample displays, labeled FIG. 8A-8D, generated byfour individual ad units from different merchants contained within asingle comparison shop ad unit 800 according to one embodiment. FIG. 8shows simplified displays for purposes of example. Other embodimentswill use different and/or additional displays. Moreover, the displaysgenerated by the ad units can include aspects not shown, such asanimated and/or multimedia aspects. In this example, all four ad unitsare selling shoes.

Each of the four sample displays illustrates the initial display of thead unit when it is being shown within the comparison shop ad unit 800.Each initial display contains three primary regions. An ad displayregion 810 shows the advertisement created by the merchant 104 anddesigned to entice the customer 102 to purchase the shoes from themerchant. For example, FIG. 8A shows the name of the merchant, “DiscountShoe Store,” in the ad display unit and FIG. 8B shows the message “BuyGoogle Shoes!” in the same region. In one embodiment, a customer 102indicates a desire to buy the advertised item from a merchant byclicking in the ad display region 810 of that merchant's ad unit. In oneembodiment, the comparison shop ad unit 800 simultaneously displaysmultiple ones of its constituent ad units. For example, the comparisonshop ad unit 800 can present a display that shows two or fourminiaturized versions of the initial ad unit displays in a single adunit space. The customer 102 can select a particular ad unit by clickingon the miniature version of it.

A description region 812 contains a description of the merchant who's adunit is currently being displayed by the comparison shop ad unit 800. Inone embodiment, the description area displays information provided bythe broker 106 that might assist the customer 102 in selecting amerchant and/or ad unit. This information can include information fromthe merchant reputation module 514 and/or information from thecomparison metrics module 515. For example, the description area 812A ofFIG. 8A reads “Lowest Price,” indicating that the ad unit being shownsells the shoes for a lower price than the other ad units in thecomparison shop ad unit. Similarly, the description area 812B of FIG. 8Breads “Highest Reputation,” indicating that the merchant 104 thatprovided the ad unit being shown has the highest reputation of themerchants having ad units within the comparison shop ad unit. Incontrast, the description area 812C of FIG. 8C shows three stars, whichis the broker-assigned reputation score for the merchant that providedthe ad unit. Likewise, the description area 812D of FIG. 8D shows onlyone star, which indicates that the merchant 104 that provided the adunit shown in FIG. 8D has a lower reputation score than the merchant ofFIG. 8C. In another example, the description area 812 can display thetext “Highest Rated,” indicating that the particular item being offeredby the comparison shop ad unit has the highest comparison metrics score.

A navigation region 814 contains tools allowing the customer 102 tonavigate among the individual ad units in the comparison shop ad unit800. In the illustrated displays, the navigation regions 814 includeleft 816 and right 818 arrows that the customer 102 can use to navigatethrough the individual ad units. For example, selecting the right arrow818 of the ad unit shown in FIG. 8A causes the comparison shop ad unit800 to show the ad unit of FIG. 8B, and selecting the left arrow 816 ofthe ad unit in FIG. 8B displays the ad unit of FIG. 8A. The navigationregion 814 also displays the word “Compare,” which prompts the customer102 to use the arrows to view the different ad units. In anotherembodiment, the navigation region 814 includes a set of tabs that thecustomer can use to select among the individual ad units.

In addition to the regions described above, an embodiment of thecomparison shop ad unit 800 contains a region 820 showing indiciaidentifying the broker 106 and serving as a mark of quality and/ortrustworthiness. In this example, the indicia is a stylized “G.” Otherembodiments lack this region or display the indicia in a differentmanner.

FIG. 9 illustrates three sample displays, labeled FIGS. 9A-9C, that thebroker 106 creates in a particular ad unit 900 once the ad unit isselected by the customer 102 according to one embodiment. Assume thatthe customer 102 selects the ad unit displayed in FIG. 8B. In response,the broker 106 creates displays within the ad unit that guide thecustomer 102 through the ecommerce transaction. As in FIGS. 8A-8D, FIGS.9A-C shows simplified displays for purposes of example. Otherembodiments will use different and/or additional displays. Moreover, thedisplays within the ad unit can include aspects not shown, such asanimated and/or multimedia aspects.

FIG. 9A illustrates a display shown on the ad unit after the customer102 clicks on it. The display includes the indicia 914 of the broker106. In the example of FIG. 9A, the broker 106 determined the customer'sidentity by reading a cookie stored by the customer's browser 312. Thedisplay shows the graphical image 916 previously selected by thecustomer 102 and stored in the customer's account. This graphical image916 demonstrates that the customer 102 is interacting with the broker106 and not a third party. Further, the broker 106 causes the ad unit todisplay text 918 identifying the customer 102 by name and inviting thecustomer to provide a password.

FIG. 9B illustrates a display shown on the ad unit asking the customerto select a payment method. In this example, the broker 106 hasidentified three possible payment methods based on data stored in thecustomer's account, and has caused the ad unit to display radio buttons802 allowing the customer to choose the method for this transaction. Forexample, the broker 106 can ask the customer 102 to choose among threedifferent payment cards that the broker has on file. In anotherembodiment, the broker 106 creates a display allowing the customer toenter a payment card number directly into the ad unit, rather thanselecting from a previously-stored card. In addition, the ad unitdisplays the total amount 823 for the transaction, which in this exampleis $81.50. In one embodiment, the ad unit automatically utilizes thecustomer's default payment method and/or shipping address for thetransaction. Therefore, the customer 102 can bypass the payment methodselection step and conduct the ecommerce transaction in fewer steps.

FIG. 9C illustrates a display shown on the ad unit confirming that thetransaction is complete. In this example, the ad unit shows a textmessage 922 stating that the transaction took place, and shows aconfirmation code 924 for the transaction. In some embodiments, thebroker 106 and/or merchant 104 sends an email or other message to thecustomer 102 to confirm the transaction instead of displaying theconfirmation in the ad unit.

In one embodiment, the ad unit displays a telephone number and codeidentifying the specific offer made by the ad unit. This information isdisplayed instead of, or in addition to, the other information describedabove. The customer 102 initiates the transaction by calling thetelephone number from a mobile phone or other telephone. The telephonenumber connects to the broker 106. The customer 102 uses the telephoneto provide the offer code to the broker 106. In one embodiment, thecustomer 102 also provides additional information, such as a quantityand/or an authentication code. The broker 106 determines the customer'stelephone number, and uses it to identify the customer's account andauthenticate the customer 102. The broker 106 determines the offeridentified by the offer code and interacts with the customer 102 bytelephone to conduct the transaction.

In summary, a comparison shop ad unit allows the customer 102 toevaluate offers from multiple merchants yet occupy only a single adplacement space. The ecommerce-enabled ad units within a comparison shopad unit allow the customer 102 to purchase items without leaving the webpages on which the ad units are displayed. Moreover, the ad units allowthe merchant 104 to create a virtual store formed of ad unitsadvertising items sold by the merchant and delivered to potentialcustomers using merchant-specified targeting criteria. The broker 106distributing the ad units collects a commission on each sale conductedthrough an ad unit, and shares the commission with the publishers 108publishing the pages on which the ad units appear.

The above description is included to illustrate the operation of thepreferred embodiments and is not meant to limit the scope of theinvention. The scope of the invention is to be limited only by thefollowing claims. From the above discussion, many variations will beapparent to one skilled in the relevant art that would yet beencompassed by the spirit and scope of the invention.

1.-24. (canceled)
 25. A system for generating navigable content unitscomprising: one or more data processors; and one or more storage devicesstoring computer-executable instructions which, when executed by the oneor more data processors, cause the one or more data processors toperform operations comprising: combining a plurality of content itemsinto a navigable content unit, the navigable content unit configured tobe displayed on an electronic document, the navigable content unitincluding the plurality of content items configured to allow navigationacross the plurality of content items via navigation elements providedby the navigable content unit, the navigable content unit includingcomputer-executable instructions, which when executed on a device,causes the device to: display at least a first content item of theplurality of content items on the electronic document, automaticallyremove the first content item from display on the electronic documentand display a second content item of the plurality of content item onthe electronic document responsive to a selection of a first interfacenavigation element, and automatically remove the second content itemfrom display on the electronic document and display the first contentitem of the plurality of content items on the electronic documentresponsive to a selection of a second navigation element; andtransmitting, responsive to a request for content, data over a networkfor the navigable content unit to display on the electronic documentwithin a display of a user device.
 26. The system of claim 25, whereinthe one or more storage devices store computer-executable instructionswhich cause the one or more data processors to perform operationsfurther comprising: selecting each of the plurality of content itemsbased on a content item targeting criteria of the each content item anda bid price.
 27. The system of claim 26, wherein the one or more storagedevices store computer-executable instructions which cause the one ormore data processors to perform operations further comprising:determining an item responsive to item selection criteria comprisingcharacteristics of the electronic document with which the navigablecontent unit is to be displayed, wherein each of the plurality ofcontent items is associated with an content unit item and the selectingof each of the plurality of content items is further based on thedetermined item.
 28. The system of claim 26, wherein each of theplurality of content items is associated with a content unit item andwherein selecting of each of the plurality of content items is furtherbased on a rating of the content item for each of the plurality ofcontent items.
 29. The system of claim 26, wherein each of the pluralityof content items is associated with an entity and wherein selecting ofeach of the plurality of content items is further based on a rating ofthe entity for each of the plurality of content items.
 30. The system ofclaim 26, wherein selecting of each of the plurality of content items isfurther based on a historical content item performance for each of theplurality of content items.
 31. The system of claim 25, wherein each ofthe plurality of content items is from an entity.
 32. The system ofclaim 31, wherein each of the plurality of content items is associatedwith a type of item of the entity.
 33. The system of claim 25, whereineach of the plurality of content items is from different entities. 34.The system of claim 25, wherein the first content item of the pluralityof content items is from a first entity and the second content item ofthe plurality of content items is from a second entity different fromthe first entity.
 35. A non-transitory computer-readable storage devicestoring computer-executable instructions that, when executed by the oneor more data processors, cause the one or more data processors toperform operations comprising: selecting a plurality of content itemsbased on a content item targeting criteria of each of the plurality ofcontent items and a bid price of each of the plurality of content items;combining the plurality of selected content items into a navigablecontent unit, the navigable content unit configured to be displayed onan electronic document, the navigable content unit including theplurality of content items configured to allow navigation across theplurality of content items via navigation elements provided by thenavigable content unit, the navigable content unit includingcomputer-executable instructions, which when executed on a device,causes the device to: display at least a first content item of theplurality of content items on the electronic document, automaticallyremove the first content item from display on the electronic documentresponsive to a selection of a first interface navigation element, andautomatically add a second content item of the plurality of contentitems to display on the electronic document responsive to a selection ofa second interface navigation element; and transmitting, responsive to arequest for content, data over a network for the navigable content unitto display on the electronic document within a display of a user device.36. The non-transitory computer-readable storage device of claim 35,wherein the computer-executable instructions, when executed by the oneor more data processors, cause the one or more data processors toperform operations further comprising: generating a description regiondisplaying information associated with each of the plurality of contentitems responsive to each of the plurality of content items beingselectively displayed in the content slot.
 37. The non-transitorycomputer-readable storage device of claim 36, wherein thecomputer-executable instructions, when executed by the one or more dataprocessors, cause the one or more data processors to perform operationsfurther comprising generating a navigation region comprising the firstand second interface navigation elements to selectively display acontent item of the plurality of content items in the content slot. 38.The non-transitory computer-readable storage device of claim 37, whereinthe first and second interface navigation elements comprise selectablearrows.
 39. The non-transitory computer-readable storage device of claim37, wherein the first interface navigation element comprises a first taband the second interface navigation element comprises a second tab thefirst tab associated with the second content item of the plurality ofcontent items and the second tab associated with the first content itemof the plurality of content items.
 40. A method for selecting andserving a navigable content unit comprising: determining, performed byone or more data processors, an item type for a navigable content unit;selecting, performed by one or more data processors, a plurality ofcontent items based on the determined item type; combining, performed byone or more data processors, the plurality of selected content itemsinto the navigable content unit, the navigable content unit configuredto be displayed on an electronic document, the navigable content unitincluding the plurality of content items configured to allow navigationacross the plurality of content items via navigation elements providedby the navigable content unit, the navigable content unit includingcomputer-executable instructions, which when executed on a device,causes the device to: display at least a first content item of theplurality of content items on the electronic document, automaticallyremove the first content item from the electronic document responsive toa selection of a first interface navigation element, and automaticallyadd a second content item of the plurality of content items to theelectronic document responsive to a selection of a second interfacenavigation element; and transmitting, responsive to a request forcontent, data over a network for the navigable content unit for todisplay on the electronic document within a display of a user device.41. The method of claim 40, wherein each of the plurality of contentitems is associated with a content item and wherein selecting of each ofthe plurality of content items is further based on a rating of thecontent item for each of the plurality of content items.
 42. The methodof claim 36, wherein each of the plurality of content items isassociated with an entity and wherein selecting of each of the pluralityof content items is further based on a rating of the entity for each ofthe plurality of content items.